Fresh food in 2024: The big picture
Continuing the trend from 2023, in 2024 local consumers in China have been dining out more frequently and spending less time at home, which is set to lead to a continued decline in retail volume sales of fresh food, but growth in foodservice and institutional volumes, with total volume sales set to see a slight increase. Nevertheless, consumer awareness of healthy eating has increased significantly, with fresh foods such as fruits, vegetables, meat, and dairy products an essential part of household meals due to their natural and wholesome qualities.
2024 key trends
As consumers increasingly gravitate towards fresh foods with high nutritional value and traceable origin, premium meat is gradually becoming a status symbol, particularly amongst affluent individuals and in the high-end dining segment. High quality beef, lamb, and organic pork are favoured by Chinese consumers for their superior protein, iron, and vitamin content.
Retailing developments
Overall, retail sales of fresh food in China are still predominantly via offline channels. Traditional offline channels continue to play a crucial role, benefiting from the immediate availability of products and consumers’ established shopping habits.
What next for fresh food?
During the forecast period, total volume consumption of fresh food in China is expected to experience steady, moderate growth, supported by national economic initiatives and policies designed to stimulate consumption, which are likely to boost consumer confidence. The foodservice and institutional channels are projected to see continuous volume growth.
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Overview:
Understand the latest market trends and future growth opportunities for the Fresh Food industry in China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Eggs
- Fish and Seafood
- Fruits
- Meat
- Nuts
- Pulses
- Starchy Roots
- Sugar and Sweeteners
- Vegetables
If you're in the Fresh Food industry in China, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Fresh Food in China report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Fresh Food in China?
- What is the impact of commodity price fluctuations on local production and consumption?
- What are the key campaigns or legislation driving Fresh Food sales?
- How are consumer attitudes towards fresh food evolving?
- How significant is health and wellness in shaping consumer demand?
- Where is future growth expected to be most dynamic?
Fresh Food in China
Fresh food in 2024: The big picture
2024 key trends
Retailing developments
What next for fresh food?
DISCLAIMER
Eggs in China
KEY DATA FINDINGS
Impact of declining egg prices in China in 2024
Rising health claims boost the penetration of premium egg products
Processed options are potential competition for fresh eggs
Health trends to drive new product development
Fish and Seafood in China
KEY DATA FINDINGS
Steady growth in consumption of fish and seafood
Crustaceans experiences price increases
Expanding online sales channels for fish and seafood
Localisation and premiumisation trends
Fruits in China
KEY DATA FINDINGS
Rising prices and shifting demand trends in fruits in China
China’s expanding fruit trade: Balancing growth in imports and exports
Blueberries set to see growing demand, expanding production, and diversified market appeal
E-commerce and Aldi: Transforming sales of fruit in a fast-paced world
Meat in China
KEY DATA FINDINGS
Evolving dynamics in meat in China in 2024
The average price of pork rises slightly in 2024, primarily driven by inflation and increased production costs
Convenience may further drive the shift towards processed meat and meal kits, hampering fresh meat consumption
The rising consumption of premium meat in China is set to continue
Nuts in China
KEY DATA FINDINGS
Nuts continues to grow in 2024, driven by rising demand for healthy snacks
Rising demand for coconut water: Health trend boosts foodservice growth
E-commerce drives growth in sales of fresh walnuts
Growing trend for home-made plant-based milk in China set to drive demand for almonds and cashews
Pulses in China
KEY DATA FINDINGS
Foodservice demand for pulses rises in China, sustained by health trends
Specialist coffee and tea shops spur innovation in bean-based products amidst rising imports
As awareness of their health benefits continues to grow, chickpeas has significant potential
The proportion of packaged and organic pulses expected to increase in retail
Starchy Roots in China
KEY DATA FINDINGS
Solid demand and higher prices – the popularity of starchy root crops
Sweet potatoes become more diverse, and premium-positioned products are available
Taro milk tea: A nutritious trend redefining the use of taro in foodservice and beyond
Exploring the health potential of starchy roots as functional foods
Sugar and Sweeteners in China
KEY DATA FINDINGS
Rising prices and supply challenges
Higher demand for brown sugar in retail
Total volume sales expected to maintain stable low growth over the forecast period
Monk fruit sweetener has strong growth potential due to its health benefits.
Vegetables in China
KEY DATA FINDINGS
Growth for vegetables in 2024 due to rising influence of e-commerce and shifting consumer preference
Wild mushrooms – a rising star
Strawberry tomatoes: The sweet spot of healthy eating and online trends
Freshippo’s Ugly-Cute vegetables redefine food value and reduce waste
The following categories and subcategories are included:
Fresh Food
- Eggs
-
- Crustaceans
- Fish
- Molluscs and Cephalopods
-
- Apples
- Banana
- Cherries
- Cranberries/Blueberries
- Grapefruit/Pomelo
- Grapes
- Kiwi Fruit
- Lemon and Limes
- Oranges, Tangerines and Mandarins
- Peaches/Nectarines
- Pears/Quinces
- Pineapple
- Plums/Sloes
- Strawberries
- Other Fruits
-
- Beef and Veal
- Lamb, Mutton and Goat
- Pork
- Poultry
- Other Meat
-
- Almonds
- Coconuts
- Peanuts (Groundnuts)
- Pistachio
- Walnuts
- Other Nuts
-
- Beans
- Peas
- Other Pulses
-
- Cassava
- Potatoes
- Sweet Potatoes
- Other Roots
- Sugar and Sweeteners
-
- Cauliflowers and broccoli
- Maize
- Onion
- Tomatoes
- Other Vegetables
Fresh Food
Fresh Food refers only to fresh uncooked and unprocessed foods (packaged and unpackaged). Packaged sugar products and natural sweeteners (e.g. brown sugar, table sugar, molasses) are also included. For Fresh Food, we research total sales across distribution channels including retail, foodservice and institutions. For a selected 18 markets, we have a breakdown of total fresh food sales according to the following formats: • Retail • Foodservice sales • Institutional sales Retail Retail sales is defined as sales through all legal establishments primarily engaged in the sale of fresh, packaged and prepared foods for home preparation and consumption. Retail sales excludes sales to hotels, restaurants, cafés, duty free sales and institutional sales (canteens, prisons/jails, hospitals, army, etc). Our retail definition excludes the purchase of food products from foodservice outlets for consumption off-premises, eg grilled chicken/meat/fish bought from counters of cafés/bars. This falls under foodservice sales. For foodservice, we capture all sales to foodservice outlets, regardless of whether the products are eventually consumed on-premise or off-premise. We estimate sales through the following channels: Modern Grocery Retailers • Supermarkets • Hypermarkets • Discounters • Convenience stores • Forecourt retailers Traditional Grocery Retailers • Independent small grocers • Food/Drink/Tobacco Specialists • Other grocery retailers (morning/speciality/open/wet/farmers’ markets, stalls and kiosks, etc) Non-grocery retailers • Health and beauty specialist retailers • Other non-grocery retailers Non-store retailers • Homeshopping • Internet retailing • Vending • Direct selling Foodservice Foodservice sales are defined as sales TO consumer foodservice outlets that serve the general public in a non-captive environment. In other words, this means that the foodservice volumes track sales of all fresh food going into restaurant kitchens, regardless of what the restaurant actually does with that food. Foodservice outlets include cafés/bars, FSR (full-service restaurants), fast food, 100% home delivery/takeaway, self-service cafeterias and street stalls/kiosks. Sales to semi-captive foodservice outlets are also included. This describes outlets located in leisure, travel and retail environments. • Retail refers to foodservice units located in retail outlets such as department stores, shopping malls, shopping centres, super/hypermarkets etc. • Leisure refers to foodservice units located in leisure establishments such as museums, health clubs, cinemas, theatres, theme parks and sports stadiums. • Travel refers to foodservice units based in airports, rail stations, coach stations, motorway service stations offering gas facilities etc. Institutional sales Institutional sales is defined as sales to captive foodservice units that serve captive populations such as in hospitals, schools, prisons, military camps, hotels, hostels, nursing homes, homes for elderly people, religious houses, etc.
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This report originates from Passport, our Fresh Food research and analysis database.
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